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Tiger Beer wants to fuel the next generation of hawkers

SINGAPORE — With two new hawker centres in Jurong West and Pasir Ris Town slated to open next year, the demand for hawkers is likely to grow.

Screen grab from the film  Tiger Street Food - Cambridge Rd, Hong Kong Roast Pork that was launched in conjunction with the street food movement. Tiger Beer's Tiger Street Food Support Fund will enable Hawkers to apply for and receive up to S$10,000 in funding from Tiger Beer, via reimbursements. Photo: Tiger Beer Singapore

Screen grab from the film Tiger Street Food - Cambridge Rd, Hong Kong Roast Pork that was launched in conjunction with the street food movement. Tiger Beer's Tiger Street Food Support Fund will enable Hawkers to apply for and receive up to S$10,000 in funding from Tiger Beer, via reimbursements. Photo: Tiger Beer Singapore

SINGAPORE — With two new hawker centres in Jurong West and Pasir Ris Town slated to open next year, the demand for hawkers is likely to grow.

And with new stalls comes the hefty cost of setting it up — a sum that not many budding hawkers can comfortably afford.

Tiger Beer is hoping to give aspiring hawkers a leg up with an inaugural fund, the Tiger Street Food Support Fund. Under this fund, the brand is offering new hawkers who fit the bill up to S$10,000 in reimbursements via cheque to alleviate costs.

“Tiger Beer is committed to championing our local street food heritage; we have to acknowledge the people who have worked hard to sustain this integral part of our culture. Knowing that their efforts have not gone to waste and that their food is enjoyed and appreciated is what keeps our hawkers going” said Venus Teoh, head of marketing from Asia Pacific Breweries (Singapore).

“And for all that they do, it’s time to say thank you,” added Teoh.

The fund is in conjunction with Tiger Beer’s street food movement, which brings Singaporean together to preserve their nation’s unique street food culture. The movement sees two phases, with the first occuring between April 1 to May 31, where Tiger Beer made a commitment to reinvest 20 cents into its street food movement for every 6-can pack purchase to help Singaporean hawkers.

The sums collected from there is then used in the second phase for the Tiger Street Food Support Fund.

Last month, Tiger Beer also commissioned a short film on Cambridge Rd. Hong Kong Roast Pork. It is a behind the scenes look at Madam Wong Li Er, the stall owner who gives out food coupons to the elderly for them to redeem meals at her food stall. Tiger Beer hopes to remind Singaporeans on the hard work hawkers have to go through to produce their meals, and to encourage them to show their appreciation to their favourite hawkers.

A second film is launched today, and features a young foreign exchange banker-turned-hawker Deniece Tan, who decided to follow her passion and take over her dad’s business, Truly Test Kitchen.

The Tiger Street Food Support Fund is only open to hawkers who have set up a cooked food stall in a hawker centre or coffee shop within the last three months or are looking into entering this new trade for the first time. The fund of S$10,000 can be used to offset costs for any aspects of the hawker’s business, except for rental costs.

As the movement’s aim is to preserve the local street food culture, this funding will only be applicable to hawkers who serve local street food dishes such as chicken rice, laksa and fishball noodles, to name a few.

Up to 30 applicants with complete entries will be selected and the final recipients of the fund will be contacted by Asia Pacific Breweries Singapore by 5 January 2017.

Interested applicants (Singaporeans or PR) can apply for the Tiger Street Food Support Fund from Sept 15 to Dec 15. More details can be found on www.tigerbeer.com.sg/uncage/streetfood at a later date.

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